"We are now facing a different kind of electorate, the political landscape has changed quite a bit, especially in the last 10 years or so," he said.

Mr Saifuddin says a growing number of voters are concerned about the "politics of democracy", including issues of corruption, wealth distribution and the country's adherence to human rights standards.

"We are not living in denial, we have taken it head on," he said. "We accept the fact that corruption is a major issue and (it) is one of the national key result areas under the government transformation program."

The Democratic Action Party is part of this alliance and Liew Chin Tong, the party's political education director, says democratisation and economic equality top their agenda.

"This election is not just for a new government but it's also to democratise the government," he said.

"There is a need for us to create a society that is not for the cronies only but gives opportunity to everyone, economic opportunity to everyone."

Mr Najib had been expected to call the election as early as 2011, but has delayed holding the polls as he seeks to shore up his support and convince Malaysians his economic and political reforms are bearing fruit.

The 59-year-old is aiming to push the developing Southeast Asian nation into high-income status by 2020 through an ambitious $444 billion economic transformation program.